Creative Networks x Gary Aspden: Connecting brands and pop culture

Creative Networks is Leeds Arts University's own major professional events programme. It’s a fantastic chance to meet other professionals and hear fascinating talks from industry leading speakers.

Gary Aspden is a brand expert. He has twice made an appearance in The Face magazine's '100 most influential people in fashion'. He specialises in building and positioning brands with an emphasis on creating connections between brands and popular culture.

Raised on adidas, Gary was wearing the trainers as a kid and witnessing the label’s impact on the football and dance club cultures that dominated his home town of Northern England. So it was a natural fit when he went to work for them in the ‘90s, first managing relationships with high-profile figures in entertainment, then shifting into collabs, experiences, and establishing adidas Spezial in 2013.

Despite the high profile career that followed, Gary initially struggled to settle into arts education. After a bumpy start however, he was able to find his place as a mature student at the University of Central Lancashire on a Fashion Promotion degree. He quickly realised that he had to excel to enter the job market and began taking his studies very seriously in his second year.  

His dedication was noticed by his tutors, and he began finding internships with bands including Giorgio Armani, Diesel and DKNY, connecting brands with popular culture and establishing the foundations of his career.

Despite his early difficulties in education, Gary graduated with a first class honours, realising the importance of work ethic and drive whilst studying.